Best of CASE District VIII Award
 

Institution: University of Victoria

Title of entry: ÁTOL,NEUEL

About this entry: The University of Victoria is a national leader with respect to Indigenous revitalization and resurgence work. UVic launched its Xʷkʷənəŋ istəl | W̱ȻENEṈISTEL | Helping to Move Each Other Forward: Indigenous Plan ahead of the National Day for Truth and Reconciliation. Local Indigenous teachings and Lək̓ʷəŋən and SENĆOŦEN language are woven into the plan, which proposed a fundamental rethinking of the institution’s approach to learning and work. This served as an opportunity for UVic to invite new partners from diverse groups, encourage Indigenous students to enrol, and amplify the work being done for Indigenous revitalization and resurgence. The University Communications and Marketing (UCAM) team launched a campaign called “ʔetal nəwəl | ÁTOL,NEUEL | Respecting the rights of one another and being in right relationship with all things” to achieve those objectives. Drawing inspiration from W̱ȻENEṈISTEL Indigenous Plan, the campaign showcased the four laws and philosophies that guide UVic’s work. Earned media efforts and omni-channel advertising drove traffic to an experiential landing page where users could hear recordings of W̱ȻENEṈISTEL Indigenous Plan words, understand translations, and read through an array of stories of work being done in a good way. The main calls-to-action include “co-create with us” with a referral link to the Office of Vice-President Indigenous (OVPI that handles Indigenous community relationships, partnerships, student supports) and “explore programs.” The campaign generated more than 3.5 million paid impressions, 345 on-page engagements for people to listen to Indigenous recordings, over 100 referrals to the OVPI, and a dozen downloads of the Indigenous Students Viewbook.